By the Ocean
Sunny 77 Degrees
6:46 a.m.
Marketing is about learning to see.
I didn’t know this when I got started. I discovered it after getting beaten by another copywriter who already understood this secret.
We both wrote promos for the same goal setting course. I sold the course like it was a set of pots and pans. He sold the course as a cure for “January Syndrome” which so many people suffer from every year when their exciting goals get forgotten.
He saw value that was invisible to me. He brought something to the product that I didn’t. He showed the reader just how much value could be delivered by this cure for an affliction that keeps dreams from becoming real. I just talked about how many modules were in the course and the money back guarantee.
The more you develop this ability to SEE what others cannot, the more powerful your communications with your prospective clients and customers will be. This is a form of alchemy that is worth mastering.
If you remember nothing else, if you never even try to develop this skill, just remember this:
WHAT YOU’RE SELLING IS RARELY WHAT THEY’RE BUYING.
They don’t care about what you’re selling. They only care about what they’re buying.
And if you can figure out what that is, you can talk about it. You can show them you have exactly what they want.
During my work with entrepreneurs in Do What You Love and Prosper (enrollment closes Friday night!), part of the journey is figuring out what this means about YOU. What value is there that you can’t even see, that you don’t even know to talk about. When you truly understand that, when someone holds up a mirror and you get excited and inspired by your own reflection, everything you think and feel about yourself can shift.
SEEING VALUE where others see nothing is a super human skill. The Matrix did its best to make sure you never discover just how valuable you can be to the world. I spend a lot of time trying to undo that programming. It’s some of the most satisfying work I get to do.